本文選題：品牌戰(zhàn)略　切入點：視覺符號　出處：《陜西科技大學》2015年碩士論文

【摘要】：當今時代是符號化和品牌化的時代,也是品牌影響力決定市場地位的時代。舉目所及,我們所見的事物很多已被符號替代,它無所不及:名人臉龐、標牌標語、產品商標,品牌的用戶體驗也變得符號化,品牌形象整合設計的時代已經來臨,品牌的視覺識別系統已經不單是一個標識那么簡單,而是逐漸完善升級成為一個涉及美學、社會學、消費心理學、市場營銷學等學科的一個綜合的視覺系統。隨著中國消費者消費水平的提高,在消費趨向上愈來愈偏向于特色消費,在滿足消費者物質需求的同時更要滿足其心理需求。在這個“顧客就是上帝”的時代,品牌視覺形象的建設是品牌傳播的重中之重,企業(yè)需要對品牌的視覺識別系統進行及時的更新和升級。為達到識別性和唯一性的傳播目的,品牌的視覺系統需要以相對應的圖文符號和特有的視覺語言傳達企業(yè)的品牌定位和品牌核心價值觀,品牌視覺識別系統的重塑不僅需要迎合消費者的個性化需求,還應該就品牌戰(zhàn)略進行綜合性地考慮。本文將從品牌戰(zhàn)略的角度探索企業(yè)在進行視覺形象重塑時需要遵循的市場學規(guī)律和經濟學規(guī)律,通過廣泛的材料搜集與案例分析,對品牌視覺系統重塑的原因進行歸類和研究,針對品牌形象重塑過程中的企業(yè)理念強化、品牌核心價值觀提升、品牌創(chuàng)新支持等問題進行分析,在借鑒一些優(yōu)秀品牌進行品牌形象重塑時的“變”與“不變”的基礎上,針對我國企業(yè)進行品牌形象重塑時面臨的困境、誤區(qū),風險,提出基于品牌戰(zhàn)略對品牌視覺形象進行重塑的思路、設計策略和設計方法,提出企業(yè)在進行品牌視覺系統重塑時的品牌形象資產定位公式,為品牌視覺系統重塑提供科學的數據支持。最后根據研究中對品牌戰(zhàn)略下的視覺識別系統重塑的分析,親身參與西安諾瓦電子科技有限公司的品牌視覺系統重塑項目,在實踐中檢驗本文的研究成果。
[Abstract]:This is an era of symbolization and branding, and of brand influence that determines the market position. As far as we can see, many of the things we see have been replaced by symbols: celebrity faces, placards, product trademarks, The brand's user experience has also become symbolic, the era of brand image integration and design has come, the brand's visual identification system has become more than a simple logo, but gradually improved and upgraded into an aesthetic, sociological, A comprehensive visual system for subjects such as consumer psychology, marketing, and so on. With the improvement of consumer consumption in China, there is a growing tendency towards characteristic consumption. In this era of "customer is God", the construction of brand visual image is the top priority of brand communication. Enterprises need to update and upgrade the brand's visual identification system in a timely manner. Brand vision system needs to communicate the brand positioning and brand core values with corresponding graphic symbols and unique visual language. The brand vision recognition system not only needs to meet the individual needs of consumers. From the perspective of brand strategy, this paper will explore the laws of marketing and economics that enterprises should follow in the process of visual image reconstruction, through a wide range of materials collection and case analysis. This paper classifies and studies the causes of brand vision system remodeling, and analyzes the problems in the process of brand image remolding, such as the strengthening of enterprise idea, the promotion of brand core values, the support of brand innovation, etc. On the basis of "change" and "invariance" of some excellent brands in the process of brand image remodeling, this paper aims at the difficulties, misunderstandings and risks faced by Chinese enterprises in the process of brand image remolding. This paper puts forward the thinking, design strategy and design method of brand visual image remolding based on brand strategy, and puts forward the brand image asset positioning formula of enterprise in the process of brand vision system remolding. Finally, according to the analysis of the visual recognition system remodeling under the brand strategy in the research, I personally participated in the brand vision system remodeling project of Xi'an Nova Electronic Technology Co., Ltd. The research results of this paper are tested in practice.
【學位授予單位】：陜西科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：J524

【參考文獻】

相關期刊論文 前2條

1 陳晨;張頁;謝琳琪;;蘋果標志對商業(yè)標志發(fā)展的影響[J];包裝工程;2012年08期

2 孫長纓;陳丹;;陳丹:不再學習 就會落后——訪正邦品牌識別機構董事長兼創(chuàng)意總監(jiān)陳丹[J];中國大學生就業(yè);2006年09期

，

本文編號：1677463